Consumer Marketing Lecture 1: Consumer Behavior

job

what an individual (a consumer) really seeks to accomplish in a given circumstance -people hire a product to get this job done

hire

means that customer use a product until the job is done. After that, they don't need it anymore.

preferences

are temporary: consumers witch products when the job changes, or when a better solution appears.

do products and categories play a role?

no, customers judge solutions by how well they get the job done

what dimensions do jobs have?

function, social, and emotional

the jobs of a hard seltzer: functional needs

get buzzed

emotional needs of a hard seltzer

to fit in with others while drinking

social needs of a hard seltzer

allow for a good and fun time

consumer behavior: the totality of decisions

whether what why how when where how much/how often/how long

consumption behavior: about the consumptions

acquisition usage disposition

consumer behavior: of an offering

products services activities experiences people ideas

consumer behavior: by decision making units

information gatherer influencer decider purchaser user

consumption behavior: over time

hours days weeks months years

how to get wise about consumers

1.Watch each decision making stage

2. asses the Internal factors in the stage
3. consider the Social factors
4. what aspects of the Environment influence consumers?

the 5 W's

Who is the consumer? What is the consumer doing/looking for/considering? When does the consumer make the purchasing decision, and what's going on before, during, and after? Where are the consumers making decisions? (can vary by stage) Why are they doing this?

the buying process

1. problem recognition
2. evaluation of alternatives
3. choice
4. consumption
5. post-purchase behavior

internal influences

human psychology -beliefs, attitudes, values -motives (drivers of behavior ) -needs, wants -emotions -judgment and decision making -information processing

internal factors: emotions

happiness regret sadness anger fear gratitude shame guilt

social influences

peers, other consumers, society -self-presentation -social comparison -social norms -social motives -social influence tactics

external influences (environment)

managerial, market, environment market influences, economic factors -resource scarcity -economic cycles

social and cultural factors -political climate -trends -events

context effects -time of the day -physical environment

choice architecture -store layout and other factors